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Matching tech to your ABM maturity: Getting started, what’s

necessary – when

Riaz Kanani (@riazkanani) Founder/CEO Radiate B2B riaz@radiateb2b.com @radiateb2b radiateb2b.com

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What are we seeing?

ABM specific tech adoption still early. Traditional tools mostly in use.

ABM tech adoption

Source: B2B Marketing 2019

Half of companies at early stages of using ABM tech. But biggest group still at the beginning of their journey.

ABM tech maturity

Source: B2B Marketing 2019

ABM adoption challenges

ABM tech is early… and everyone is building the best practice of tomorrow.

Source: B2B Marketing 2019

Adopting ABM Technology

ABM Tech across the Pipeline



CRM



Market ing Automat ion



Dat a



Measurem ent

Riaz Kanani Founder, CEO

• 20 years in marketing technology and

services

• Operations, Product and

Marketing Geek

• Built one of world’s largest

video advertising platforms

• Exited that business to Silverpop

(became IBM’s marketing cloud)

• Worked with FedEx, Microsoft, IBM and

Sony Full-service sales and marketing platform

• company ad targeting
• ad retargeting
• anonymous company identification
• n your website
• account prioritisation

Focused on scaling all ABM strategies for mid-market tech and manufacturing companies.

Content overload

• Acquisition costs rising
• Improving the buyer

experience

• This content overload was

primarily happening early in the pipeline

ABM was niche for a reason

Getting ready

• Alignment
• Definition: ICPs and Personas
• Data: clean, create and append
• Research

Garbage in… …Garbage out

• Beware data quality
• CRM data
• Low quality data can mean:
• Missed visits
• Invalid targeting
• Invalid personalisation
• What level of data quality do you

need at each stage

The ABM Challenge

How are you starting with ABM?

Which approach?

Small number of accounts

• Focus on mid-late stage of

pipeline

• Small number of accounts are

high risk vs the effort at top of funnel

• Limited benefit the further down

the pipeline you go for most.

Building an ABM led pipeline

• Focus on early part of the pipeline
• More accounts, more chance of

success

• Challenge to identify correct

accounts

• Increased opportunity for breakout

success

Pilot timeframes are important and impact on tech decisions

First steps

Focus on clear objectives for each piece of technology



CRM



Marketing Automation

Tie in with sales, social selling, direct mail etc

and/or

Account based advertising

• Proactively reach clients you want

to talk to or are already talking to.

• Select the types of people at the

account you want to target with messaging across the Internet

• It is not retargeting

Accelerates conversations Increases engagement across other channels Identifies prospects earlier

Intent (Identifying which accounts to focus on)

• Found advertising was an early

indicator of entering the buyer phase.

• Understand quality of data for

intent data.

• How is the data being collected?
• Website visitor behaviour

Most tools focus on quantity

Abm is about quality

Then expand down the pipeline

• Advertising retargeting
• Site personalisation
• Orchestration of ABM campaigns
• Attribution modelling

…and ongoing processes

• Account selection and

prioritisation

• Account research
• Data cleansing

Riaz Kanani

Founder/CEO Radiate B2B

@riazkanani riaz@radiateb2b.com @radiateb2b radiateb2b.com